英语热词 | 一面市就售罄,刷屏的“猫爪杯”你抢到了吗?

英语热词 | 一面市就售罄,刷屏的“猫爪杯”你抢到了吗?

2月26日,星巴克咖啡在其中国门店发售了2019年的樱花主题系列的杯子,在星巴克的这组春季新品中,不少杯子的造型、设计都离不开猫、狗和樱花,而在这些新款杯子中,最受欢迎的当属一款名为“猫爪杯”的杯子。

The limited edition mug has two layers. On the outside layer, pink cherry blossoms are printed onto light pink glass. The inside layer is in the shape of a cat's paw that you can see when the mug is filled up.
这款限量版的杯子有两层,浅粉色玻璃杯外层印有粉色樱花图案,里面一层则是一个猫爪的形状,杯子里倒满饮品以后就能看出其形状。

英文报道中,这款“猫爪杯”一般被称为cat-paw mug或cat-claw mug,当然也可以用cat paw-shaped mug表示。

这里为什么用mug,而不用cup呢?虽然这两个词均表示“杯子”,但是,mug多用来表示“咖啡杯”,尺寸较大且杯身较为厚实,而cup多用来指尺寸更小且通常配有杯托(saucer)的“茶杯”。另外,cup一般都有把手(handle),而有的mug是可以没有把手的。

为了抢购这款网红杯子,有人凌晨四五点就在星巴克门口排队,还有人大打出手……

On Tuesday when they went on sale, people queued up outside Starbucks stores before dawn. Many stores sold out of the mugs in less than one hour, and videos shared on social media show people getting into fights over who gets to buy the last cups.
2月26日,这款杯子开售,人们天没亮就去星巴克门店外排队,很多门店不到一个小时就售罄了。社交媒体上还有视频显示,有些人为了争购最后一个杯子大打出手。

对于为了一个杯子大打出手这件事,很多网友表示不能理解。

线下买不到,对“猫爪杯”没有抵抗力的消费者就去线上求购。一些电商平台有不少商家在销售“猫爪杯”,售价均远超199元的官方定价,从最低的400元到1800元不等。

Some mugs, which sold for 199 yuan in stores, were being resold online for as much as 1,800 yuan.
店内售价199元的咖啡杯,有些在线平台的转售价高达1800元。

很多网友表示,这是星巴克在搞饥饿营销(hunger marketing)

Hunger marketing is a marketing strategy specially focusing on the emotions of human beings.
饥饿营销是一种直击人类情感的营销策略。

It drives people into emotional rather than rational decision making by means of driving up the scarcity of the product.
通过提高产品的稀有度,它让人们做出情绪性而非理性的决策。

This marketing strategy boosts people’s interest, and through word-of-mouth helps businesses have more potential customers.
这种营销方式能提高人们的兴趣,并且可以通过口耳相传的方式帮商家吸引更多潜在顾客。

面对“猫爪杯”一杯难求的情况,26日16点18分,@星巴克中国 官方发博:猫爪杯的补货正在加紧安排,即将登陆天猫星巴克官方旗舰店。

Starbucks says that more mugs are on their way and can be preordered through its online retail platforms from Thursday to Sunday. For the online sale, each customer will be allowed to buy just one cup and sales will be limited to 1,000 cups per day.
星巴克表示,补货的杯子正在赶制,消费者可在2月28日至3月3日期间通过其在线零售平台预购,每天限售1000个,每位消费者限购1个。

许多网友表示,这款猫爪杯很鸡肋,杯子不好清洗,并不会去购买。

有些网友甚至把自家猫的爪子放玻璃杯里拍了照片,称完全可以自制“猫爪杯”。也是很机智了。

  • 限量版 limited edition
  • 饥饿营销 hunger marketing
  • 恶意营销 smear campaign
  • 商业炒作 commercial speculation
  • 明星代言 celebrity endorsement